Ukraine’s 3rd brigade uses provocative ads to recruit soldiers

As Ukraine's war with Russia enters its third year, the need for recruits has become urgent. The 3rd Assault Brigade of the Ukrainian Army has launched a new recruitment campaign that employs modern and controversial imagery to draw in volunteers.

Inspired by World War II pinup girls, the campaign showcases models in provocative poses alongside soldiers. One ad features a soldier holding a power washer like a weapon while a woman in red pumps poses on a military vehicle. Campaign planner Dmitro explained, “War is not always about blood and death,” aiming to highlight other aspects of military life, such as learning and relationships.

Despite facing challenges in recruitment, the brigade has shifted its focus to appeal to civilians directly, offering training and challenge programs. Head of communications Christina Bondarenko emphasized the importance of modern approaches to promote military service.

The campaign has received mixed reactions on social media, with some praising its originality while others deem it over the top. The brigade’s art director, Vlad Kulik, acknowledged the complex nature of war, stating, “We don’t romanticize the violence, but we show that you can have good memories of the period.”

In addition to recruitment, the brigade is considering offering memorabilia to strengthen its appeal. This campaign illustrates how creativity can play a vital role in military recruitment during challenging times.

Watch one of the campaigns below:

[With info from Protothema.gr]